Mes Marketing Channels In The Chinese Market Research

With China entering WTO, multinational company has to review Chinese investment environment. Under the background of economy globalization, the velocity of the international industry transition speeds fast, needs enterprise to enlarge investment on the marketing channel research, which enable the enterprise healthy and orderly development. This dissertation researches on the design and mangement about channel of MES--- subsidiary multinational company of SL. Through the analysis of the design, selecting member and control of sales channel of MES, it can study the design and management of strategies of MES channel and offer MES a solution to the problems existed in its market access.By the research of MES's marketing status and problems with the channel, this dissertation points out it is necessary to adjust the channel of MES and carries out detailed analysis of related marketing factors which effect the channel. Applying many research tools including analysis of environment and strategy, Porter's competition strengths model and analysis of purchasing behavior of consumers while carrying out demonstration analysis of MES channel, it finally decides that MES should build a flat channel structure combined with direct sales and distribution, which will be given priority according to different products and areas. The dissertation makes further research on how to control and develop the channel member and has offered some detailed managing methods. The study offers powerful support and guidance to channel construction of MES. In addition, the dissertation can be used as a reference to other Chinese electric manufacturers although it is a specific research on MES's channel.